Significance of Marketing Mix in Ethiopian Airlines

SIM337 CONTEMPORARY
DEVELOPMENTS IN BUSINESS
AND MANAGEMENT
ASSESSMENT(A10)

ABSTRACT
The present report is based on varied development within business and management to
undertake the better services of the enterprise. Furthermore, study is based on business
activities of Ethiopian Airlines, this is wholly owned by the Country government and this was
founded on 21st December 1945.
Therefore, report has covered overview of the primary external influences with use of
PESTLE and Porters five forces analysis. Additionally, significance to customer relationship
management has been evaluated with use of chosen theme as marketing mix and corporate social
responsibility approach.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Overview of primary external influence to the determine business activities of organisation.
.....................................................................................................................................................1
TASK 2 ...........................................................................................................................................4
Analyse the significance of chosen theme to chosen enterprise and how this influences
policies and decision making within enterprise. ........................................................................4
Critically evaluate the effectiveness of organisation response. ..................................................5
Demonstrate the some areas for improvement in response of the organisation. ........................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Business management defined the disciplines that is devoted to organizing, analysis,
planning the various kind of business operation (Nuthall, 2018). Therefore, management within
the business relates with areas and organizing are the activities that helps to getting people
together that helps to accomplish the desired goals and objectives.
The present report is based on business activities of Ethiopian Airlines, this is wholly
owned by the Country government and this was founded on 21st December 1945. It is the Africa
largest airline in relation to passengers carried, destination served, fleet size and revenue.
Henceforth, this can be considered as 4th largest airline by the number of the countries served.
Furthermore, report will cover the activities as to give overview of the primary external
influences to which the enterprise helps to undertake the activities together. Henceforth. Study
will define the significance of customer relationship management in terms to evaluate the
effectiveness of organisation response.
TASK 1
INTRODUCTION
External components to the enterprise are dynamic and can be change at rapid place. The
changes are crucial to undertake the business activities effectively. Furthermore, report will focus
on to determine the external influence of working enterprise that aids to firm to undertake
business activities properly. Also, Porters five forces will be conducted that support to reflect the
competitive environment within airline industry.
1. Overview of primary external influence to the determine business activities of organisation.
External factor of the enterprise has huge impact on the success and failure of the
enterprise. This also allows to keep the track on performance and business activities of the
enterprise (Maunder, 2019). Henceforth, the airline industry has highly contributed to the
globalisation of the world economy. Currently, the economic recession also shook the entire
industry of airline sector. This connects the buyers and sellers as well also transport the good
across the nations. There are various challenges that faces by the airline industry such as high
operational cost, regulatory framework and demanding clientele. To determine the external
influence the Pestle analysis can be defined as one of strategic method with help of which airline
1